Content Marketing Mistakes Made in 2015 And Ways to Improve Next Year Gregory Kennedy, AdRoll
A former designer and creative director. Gregory’s writing has been published in a number of publications including: The BBC, VentureBeat, YahooFinance and
Entrepreneur.com.
GREGORY KENNEDY Director, Content Marketing, AdRoll
@iamgkennedy
Keara is responsible for telling impactful stories for the Kissmetrics brand and its’ products. Prior to
Kissmetrics, she worked at Salesforce, Bizo, and Chase. When she’s not telling stories or running
campaigns, you can find this bay area native watching a Warriors game with family and friends.
KEARA CHOSr. Product Marketing Manager, Kissmetrics
@kearacho
Content Marketing is Everywhere in B2C
Kraftrecipes.com1 billion views a year
Pepsi.comPowered by Newscred globally
Content Marketing is Everywhere in B2B
Adobe’s CMO.com2 editors / $1 million annual
budget
NanaginsBig investment in data and
reports
What Gets Me Excited for Content Marketing?
Digital content marketing is the most scalable and cost effective approach to marketing, ever.
Traditional Media at Scale● Largest circulation magazine: The Watchtower, 52 M Monthly ● Largest televised event: Superbowl, Seahawks vs. Patriots, 114 M Viewers● Largest radio program: Tom Kent, 23 M Weekly Listeners
Digital Media at Scale● Facebook 1.4 B● What’s App 700 M● LinkedIn 468 M● Instagram 300 M● Twitter 280 M● Tumblr 230 M
Problem: Too Impatient
Did you stop investing in your content initiatives like social media or blogging because they didn’t show results in only 30 days?
Solution: Great Content Marketing takes both patience and skill
Promote:
Creating Demand and Confidence
Examples● Press Releases● Byline Articles
Educate:
Thought Leadership and Knowledge
Examples● Blog Posts● Whitepapers
Capture:
Turning Leads Into Opportunities
Examples● Webinars● Account Signups
Problem: Too Self Involved
Did you write posts for your blog only about your company, your product, your team, and your needs?
Develop a deep understanding of their pain points and aim to create content that helps them achieve their goals.
FONTS
Content People
Will Engage
Possible Content
Content in Exchange
for Information
Lead Gen (Webinars, Whitepapers, Events)
Blogs, Infographics, Videos, Newsletters, Social Media
Solution: Focus on your customers to find your marketing “sweet spot”
Sweet Spot
Problem: Too Smart
Did you fail to understand your customer? Did you create content that was too sophisticated and hard for them to understand?
Solution: Customers value products that solve their problems. Stay focused on your customer’s needs.
Problem: Too Ambitious
Did you poorly execute on your content plan because it was too ambitious and resource intensive?
Problem: Too Easy
Did you fail to tie content marketing efforts to hard lead generation numbers? Did you measure success based only on raw output?
Solution: Tie your content marketing efforts directly to sales.
Start evaluating efforts on how many marketing leads your sales team can actually work, not just total responses.
Problem: Too Insular
Did you fail to develop a content partner strategy? Did you find like minded thought leaders to help validate your ideas and approach?
Solution: Don’t Fear Rejection
Just accept some rejection as par for the course and pursue multiple opportunities.
How to Co-Market: ● Start planning well in advance. ● Agree on a topic that
compliments both brands. ● Agree on your methods of
promotion and set a numbers-based goal.
Problem: Too Reactionary
Did you post on social media infrequently? When you did, was it mostly in response to complaints?
Solution: Get Excited About Social!
2.2+ billion active users on social, global
penetration of 30%.
Facebook alone has 1.49 billion global
monthly active users
Recap
Things your content is not going to be in 2016:
Too Impatient Too Self Involved
Too Smart Too Ambitious
Too Easy Too Insular
Too Reactionary